Takata intensifies moves on airbags

TAKATA Corp., whose exploding airbag modules have been tied to at least eight fatalities, is planning an extensive advertising campaign to urge consumers to get the defect fixed.

The outreach is part of efforts for a series of massive recalls affecting 11 automakers and an estimated 32 million vehicles. The company opted for a regional approach, Takata said, to ensure the availability of replacement kits.

Tests also continue to show the “primary role” of prolonged exposure to high humidity to the inflator ruptures, the company said in documents posted Tuesday by the National Highway Traffic Safety Administration (NHTSA). The plans are part of the Tokyo-based supplier’s efforts to rein in fatalities and injuries related to air bags that explode, sending shrapnel into drivers and passengers.

A spokesman for the company, Jared Levy, said Takata’s proposal includes “a robust digital advertising campaign” and is designed to support automakers’ efforts to increase recall completion rates.

“We look forward to working with NHTSA and our automotive customers on this important effort,” Levy said.

Takata told NHTSA it’s working to maximize the number of vehicles that get repaired and assisting in the auto companies’ outreach efforts. The company opted to rely on a phased regional approach, rather than to target consumers based on the age of their vehicles.